TOP MANAGEMENT AWARD
Mike Parker
Captain, Los Angeles County Sheriff’s Department
As Unit Commander of the Los Angeles County Sheriff’s Department (LASD) Sheriff’s Headquarters (SHQ) Bureau, Captain Parker’s responsibilities include the Department’s 24-hour media and information operation, Film and Media Unit, International Liaison Unit, Graphic Arts Unit, Special Events Unit, SHQ’s parking and security and the Department’s photography staff.
Captain Parker was personally selected for this command by Sheriff Baca because of his proven ability to market the Department’s services and success using all forms of media. Captain Parker was tasked with improving media relations for the Department and improving the Department’s image through an increase in communication internally and with the public and press. As a result, positive press coverage of the LASD and media attendance at press conferences both increased significantly. The latter was achieved by reaching out to the foreign language media serving the Chinese, Vietnamese and Hispanic populations of Los Angeles County, many of whom are afraid or lack information and knowledge of police services. Captain Parker also expanded LASD’s print and television media contacts from 35 to over 500 in more than 20 different languages.
To further improve the Department’s image, Captain Parker redesigned the Department’s website (lasd.org). The purpose of the new design was to incorporate more useful information for the public and to promote a positive image of the Department. The site is now recognized as one of the best policing websites in the world and uses new technology and interactive-ability to allow for public comments and real-time links to current stories.
Because of the public’s growing demand for instantaneous information, Captain Parker also spearheaded the effort to implement the use of Nixle messages to directly connect the public and media with LASD. Nixle allows the Department to send geographically specific emails and text messages to the public, news media and police officers regarding significant arrests, crime stats, wanted persons, traffic alerts and more. The system can also be used to alert the public in times of emergency or natural disasters. Since its implementation in late 2010, it has attracted over 30,000 subscribers.
Captain Parker also recognized the importance of communication within the Sheriff’s Department. He improved the Department’s digital briefing boards, which are large flat-screen monitors installed at units of assignment to keep personnel informed of important information and current events. Captain Parker also improved the LASD’s intranet, which is used to disseminate information to employees. He also computerized important news stories that used to take hours of researching newspaper articles, clipping them out, photocopying them and providing copies to LASD executives. This computerization effort cost nothing to accomplish and reduced the cost of paper, toner and staff time by more than 90 percent.
In addition to his administrative responsibilities, Captain Parker represents LASD as a subject-matter expert on a variety of topics. He also served as the Chairman of the Communications Committee of the California Peace Officers’ Association, is on the Board of the Peace Officers’ Association of Los Angeles County (POALAC), is the Vice-Chairman of the Training Committee and is Editor of the POALAC Journal. Captain Parker also conducts Internal Affairs and promotional training seminars for hundreds of personnel desiring to become sergeants and lieutenants and is sought out by many sworn and civilian personnel for mentoring as they seek their career goals.
Captain Parker is an exceptional leader of the Los Angeles County Sheriff’s Department. He has improved communication and public image using advances in technology, something law enforcement traditionally lags behind in fully utilizing. His vision and knowledge have increased the positive perception of law enforcement and the communication both internally and externally and have improved the effectiveness of law enforcement in the communities the LASD serves.
